Machine learning models enabled by artificial intelligence (later referred also as AI) complement the work of designers by efficiently analyzing vast amounts of quantitative data. Based on the quantitative data collected from customers, AI is able to create various alternative hypothesis on what kind of impact design can achieve. Furthermore, by modeling customer behavior machine learning models can predict which combinations of various possible qualities haves the greatest potential for improving the customer experience. The evidence of Design 2.0 describes a collaboration between a European service design agency and a Nordic life insurance company. Machine learning models predicted that feeling of caring will have the most significant impact on customer satisfaction, customer loyalty and NPS (Net Promoter Score) of the life insurance company.